According to the 2009 Australian Mobile Phone Lifestyle Index (AMPLI) released by the Australian Interactive Media Industry Association, there is a rapidly increasing consumption of non-voice/text services including Multimedia, Content, Information and Entertainment services by Australians.

77 percent of respondents used their mobile phone for a purpose apart from texting and/or voice.  In addition, almost 50 percent of respondents say that they use their mobile to check their e-mail and social networking sites daily. Overall, 64 percent of respondents had used a non-voice communication service in the last 12 months.

The survey also found that 25 percent of overall respondents had used their mobile phone for banking in the last 12 months.  Some 19 percent of respondents have used their mobile phone to make payments in the last 12 months, using a range of platforms including their carrier's billing system, PayPal, iTunes store, credit card and other systems.

AIMIA CEO, John Butterworth said, "This year's survey reveals many Australians are now using their mobile phones in all aspects of their lifestyles, with a strong jump in the consumption of non-voice services. Despite user dissatisfaction at the perceived high cost of data plans, Australians have become more attracted to buying and using content, information, multimedia and other data services such as social networking and email.  There is also growing interest in receiving advertising via mobile handsets."

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